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Tot it up for toddlers

Tot It Up is a UK first – a free, online food calculator that provides parents with a personalised analysis of their toddler's diet

Tot It Up is a UK first – a free, online food calculator that provides parents with a personalised analysis of their toddler's diet. Tot It Up was developed by Say Communications for the Infant & Toddler Forum, a team of child health and nutrition experts who are supported by an educational grant from Danone UK. The forum briefed Say to develop a practical initiative for www.littlepeoplesplates.co.uk to help parents feed toddlers healthily. The result, Tot It Up, engages and educates parents, encouraging them to apply the basic principles of healthy nutrition to their toddler's diet and also drives web traffic.

Tot it up
Tot it Up is an online calculator that helps parents analyse their toddlers' diet. Not only has it been lauded by parents, it also drives traffic to the website.

Challenge
The Infant & Toddler Forum is a team of specialist paediatricians, psychologists and dietitians who have been working together to improve nutrition in the under-threes since 2005. They are supported by an educational grant from Danone UK.

Giving toddlers a healthy diet is important for growth and development; it also helps to shape their eating habits and relationship with food in later life. In the context of our current fight against obesity, the toddler years are a brief but crucial window of opportunity to set children on a healthy path. Currently, UK toddlers' diets are not optimal. There's a large consumption of fast foods high in salt, fat and sugar. This is partly due to lack of nutritional awareness.

The forum briefed Say to devise a campaign to help parents understand how best to feed their toddler. The goal was to highlight the importance of a healthy, balanced diet and motivate parents to take an active role in evaluating and improving their toddler's diet.

Solution
The strategy was to harness the knowledge of the forum to create an online resource, a food calculator that provides parents with a personalised analysis of their toddler's diet, and advice on how to improve it.

Tot It Up was launched to healthcare professionals through an educational meeting and a targeted media outreach campaign in specialist journals. Say worked with partners to gain national and regional consumer coverage. A strong online outreach campaign, including interaction with parenting forums, engaged parents on a personal level.

Results
Tot It Up has been a huge success. Since its launch in November 2009, it has received an impressive 27,629 views and continues to be a primary driver of traffic to Danone's 'Little People's Plates' website. Web hits increased three-fold from December 2009 to Jan 2010. The site now has over 3,000 visitors every month. To date, 3,975 children's diets have been input online.

The study day 'Feeding the 21st Century Toddler' was attended by 191 delegates who work with families and toddlers. Coverage in professional media reached an estimated circulation of 126,891; consumer coverage reached a circulation of 1,631,894. Tot It Up was also discussed in many key parenting blogs.

User feedback has also been very positive, with hundreds of parents taking the time to email the forum to praise the resource.

Client verdict
"Tot It Up was a fantastic opportunity to provide a practical solution to empower parents. We were able to take an important step in showing a broad range of stakeholders what is needed to make a real difference in how parents feed their toddler, through both awareness and the provision of practical tools."
Head of Alliance & Public Affairs, Danone Baby Nutrition

Case study details

Client: The Infant & Toddler Forum
Agency: Say Communications
Campaign: Tot It Up
Timescale: November 2009 to present

23rd May 2011

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